Digital marketing is a marketing industry that includes the promotion of digital products and services, regardless of the stage of interaction with the target audience and potential customers. Internet marketing differs from digital direction in that the latest industry includes a wider range of tools. Digital marketing actively uses not only online approaches, but also POS terminals, QR codes, smart devices, and other offline solutions.
Digital marketing shows good performance in the B2C and B2B segments of the market. Modern digital technologies provide an opportunity to reach a significant audience and establish direct contact with it, which in many ways explains the high efficiency of this line of marketing.
Basic digital marketing tools
There are many tools and ways to interact with your target audience and draw attention to a product or brand. They are rarely used separately, as a balanced, integrated approach allows you to achieve better results. The structure of the tool package for a particular campaign depends on the goals, product, strategy, implementation phase, target audience, and other variables. Here’s the list: These are not all digital marketing tools. If digital solutions are used to attract attention to a product, service or brand to some extent, they are part of this industry of promotion.
This direction is to carry out a whole range of work aimed at improving the site’s position in the thematic issuance of various search engines.
The tool allows you to place commercial information on websites, services and applications. It is worth highlighting Pop-Up windows.
Advertising on TV and radio
It is an expensive tool that allows you to get the fastest and most mass coverage of the audience with different interests.
The mailings. They help spread marketing information (product information, promotions, etc.) by sending text messages or emails.
Viral marketing. This direction involves generating multimedia, graphic or text content that users themselves will want to share, thus further distributing advertising information.
Basic digital marketing channels The World Wide Web. This channel provides interaction through any personal gadgets with access to the Internet. Advertising, social networks, content marketing, search engine results, third-party and proprietary sites and other sites are used for contact.
Digital TV. This technology is actively conquering the tv market, while in parallel with the internet. Here, contact with the audience is realized by showing short videos or demonstrating a “running line.” Large digital broadcasting platforms create unique content only for their audience, where advertising integrations are often found – it is a promising but very expensive channel in digital marketing.
Local networks. In the classical sense, local computer clusters are almost gone. But today, public Wi-Fi hotspots are actively developing, which form popular local networks. With this channel, you can show low-cost advertising. Most of the access points are used by residents of a particular area, which allows you to focus on the audience with an accurate geographical link. This channel is ideal for localized businesses (supermarkets, beauty salons, restaurants, food delivery, etc.).
Personal mobile devices. This category of media mainly includes smartphones and tablets. All approaches typical of the World Wide Web channel described above are used for promotion. The most promising channels in this direction are advertising in mobile applications and sending push notifications. Smartphone owners are contacted through calls and text messages.
Interactive displays. Such equipment is installed in shops, cafes, cash areas, fitting rooms and other areas of concentration of the target audience. In fact, these are “smart” digital banners that show promotional videos or images.
Digital-art. This is a very specific channel of digital marketing. Its use involves working with works of art that can be created or transmitted digitally. This category includes author’s graphics, computer games, music, etc. Promotion is usually limited to branding a digital product.
Social networks. These are the most effective platforms for the distribution of viral and native advertising, “independent” reviews, expert publications and similar content. Social media is well-suited to connecting audiences and providing effective feedback to their representatives. Contextual and teaser advertising is actively used here.
Digital marketing investment destinations Digital promotion can be based on the following sites: Own. These are the company’s resources, which can include sites, communities in social networks, applications, network of interactive displays, etc. These sites cannot be considered free, as their promotion and maintenance require certain financial injections. Paid. This category includes all resources that must be used or used (contextual advertising, banners on third-party sites, guest posts, etc.). Received. These are the platforms developed by the business in the process of marketing activities. Such channels operate autonomously, that is, without the involvement of finances. Viral advertising is a prime example of this phenomenon.
What tools and channels to choose Today, digital marketing provides a great range of possibilities, but that doesn’t mean they all need to be used. Thoughtless work in all directions will lead to inefficient budget spending. The pool of suitable channels and tools should be formed taking into account the following factors:
- A typical portrait of the target audience
- Features of a product or service
- The market situation
- Affordable budget
- competitive environment.
Only comprehensive analysis allows you to form an effective strategy for a particular business to implement digital marketing tools.
SEO needs a set of skills to become an expert who can meet the needs of digital marketing.
You need to be trained and understand the language and model of internet communication. SEO has no explicit college education. SEO’s educational background is different from engineering, marketing, economics, communications, and humanities. Of course, they all showed an interest in learning and encouraged them to learn how to use design tools and work with HTML.
SEO work is ongoing work and the results can be seen in the medium to long term. Therefore, you cannot throw the towel at the beginning and you need to be aware of the tasks that need to be performed continuously to reach the first position.
Continue to endure
SEO needs to account for all data on the network. Visits, conversions, most searched keywords, long hours, etc. to make the right decision. The ability to read data about competitive analysis and user behavior is important.
The various areas of digital marketing do not complement each other but complement each other. At SEO, the role of social networks has become important since Google proposed the most controversial updates (pandas and penguins). Furthermore, the content is King. In short, SEO needs to integrate Content Manager plans into its operations.
Believe in your actions
The first thing SEO needs is the first position of the first week. SEOs need to trust their work, know how to communicate processes, and show progressive evolution of results.